当梦想照进现实:南京地铁的品牌之惑  

When the Dream Shines into Reality:Puzzle on Nanjing Metro Brand Creation

作　　者：王龙[1] 钱旭潮[1] 

机构地区：[1]河海大学商学院,南京210098

出　　处：《管理案例研究与评论》2011年第2期148-152,共5页Journal of Management Case Studies

摘　　要：本案例描述了南京地铁运营分公司在品牌创建过程中所面临的决策问题。作为城市交通的重要组成部分,南京地铁创建品牌的目的、途径、方式以及所需要的支撑资源、影响因素等内容,较之与公司品牌或产品品牌的创建过程,表现出较高的独特性,案例对此进行了较为详细的说明。通过对本案例的分析,可为公共事业机构及其服务品牌的创建提供可供借鉴的分析思路。This case study describes the problems faced by Nanjing Metro Cooperation during its brand creation process. As an important component of urban transportation, Nanjing Metro Co. has many unique features in its brand creation in terms of the purposes, approaches, methods, supporting resources, and other influencing factors. It is different from the creation process of other company brands or product brands. The case study elaborates on those features and hopes to provide food for thought for research on the brand creation of other public utilities and services.

关 键 词：南京地铁 品牌创建 公共服务 品牌形象 

分 类 号：C931[经济管理—管理学]